e-Marketing

Marketing Fundamentals

In this curricular unit, the following teaching methods are used:

a) Verbal methods, using exposition, explanation, dialogue, debate and interrogation;

b) Intuitive methods, using demonstration, audio-visual and written texts;

c) Active methods, using group work and case studies.

At the end of the course unit the learner is expected to be able to:

a) Explain the fundamental concepts of e-marketing;

b) Distinguish the determinants of online consumer behaviour and model this behaviour;

c) Assess the potential of business opportunities provided by online markets;

d) Understand the adaptation of the strategy and operational tools of marketing to the online environment;

e) Develop online customer relationship management mechanisms;

f) Distinguish and apply different e-marketing tools;

g) Research independently, make reasoned judgments and communicate oral and written clearly.

1. Fundamental concepts of e-marketing

2. Online consumer behaviour models

3. E-business models

4. Online marketing mix adaptation

4.1. Online product and brand management

4.2. Online price management

4.3. Online distribution

4.4. Online marketing communication

5. Online relational marketing

6. E-marketing tools

• - Exam - 50.0%
• - Individual work - 50.0%

• - Test - 50.0%
• - Group work - 50.0%

NAO

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.

Chaffey, D., & Smith, PR (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th ed.). Routledge.

Charlesworth, A. (2018). Digital marketing: A practical approach (3rd ed.). Routledge.

Faustino, P. (2019). Marketing Digital na Prática. Marcador.

Frost, R., Fox, A. K., & Strauss, J. (2018). E-Marketing (8th ed.). Routledge.

Gouveia, M. (2022). Marketing Digital: O Guia Completo. Ideias de Ler.

Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. Kogan Page.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Mudança do Tradicional para o Digital. Actual Editora.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Tecnologia para a Humanidade. Actual Editora.